aquent/ama webcast: marketing to your customer's brain

Marketing to Your Customer's Brain

Our brains are hard-wired with preferences and behaviors that every marketer needs to understand. For years, Roger Dooley, Author and Founder of Dooley Direct has been writing about how to use brain and behavior research to improve marketing, advertising, and sales process. In this webcast, Roger talk about the latest neuromarketing research that will help you understand how to market directly to your customer's brain. Some of the highlights are:

> Pricing strategies that increase sales of your most profitable products> How the images and even fonts in your ads and on your website can help (or hurt!) you > How to boost the memorability of your brand> The copywriting technique with the biggest brain impact

Marketing to Your Customer's Brain

Presenters:Roger Dooley, Author and Founder, Dooley DirectAlli Libb, Moderator, American Marketing Association

Sponsored by:

The audio portion of today’s presentation is available via broadcast audio. You can also dial in to hear audio: Participants (US & Canada, Toll Free): 800.945.9434Participants (International): +1 212.231.2907

Changing the Game: Innovations for Future Success

February 9, 2012A Half Day Online Summit

Learn more at marketingpower.com/ChangingTheGame

Housekeeping Items

Recording and SlidesA recording of this presentation and a link to the slides will be sent via email

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Twitter Please reference hash tag: #AMAAquent, when tweeting about this webinar

Today’s Presenter

Roger DooleyAuthor and FounderDooley Direct

•Author of Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing, and publisher of the blog Neuromarketing

•Co-founded College Confidential

•Spent years in direct marketing

Marketing to YourCustomer’s Brain

AMA/Aquent WebcastJanuary 18, 2012

Roger Dooley Dooley Direct, LLC

NeuroscienceMarketing.comBrainfluence.com

rogerd@dooleydirect.com@rogerdooley

MostMarketing

Fails.@rogerdooley#AMAAquent

“Half my advertising is wasted…”

“Half my advertising is wasted…”

“…if only I knew which half!”

@rogerdooley#AMAAquent

95% of New Products

95% of New Products

(Acupoll)

@rogerdooley#AMAAquent

98% of Direct Mail

98% of Direct Mail

(DMA)@rogerdooley#AMAAquent

98% of Emails

98% of Emails

(DMA)@rogerdooley#AMAAquent

20% of Ad Campaigns

20% of Ad Campaigns

@rogerdooley#AMAAquent

20% of Ad Campaigns

20% of Ad Campaigns

Wanamaker guessedTOO LOW!

Wanamaker guessedTOO LOW!

@rogerdooley#AMAAquent

Project Impact

2008 Research:

“Stores too cluttered”

Real Impact: -$1.85 Billion

Source: DailyArtifacts.com, Phil Terry

Project Impact

2010 Research:

“Want more products”

AskingQuestions?

@rogerdooley#AMAAquent

Memory

Memory

Changed

@rogerdooley#AMAAquent

Memory

False

@rogerdooley#AMAAquent

Focus Groups

@rogerdooley#AMAAquent

Why did you buy that?

Why did you buy that?

• It tastes better!

• I like the smell!

@rogerdooley#AMAAquent

Iceberg: 88% Hidden

(Lakoff & Johnson)

Mind: 95% Subconscious@rogerdooley #AMAAquent

Neuromarketing

@rogerdooley

@rogerdooley#AMAAquent

(from Deliver mail marketing magazine)

• No Mind Reading

@rogerdooley#AMAAquent

• No Mind Reading• No “Super-Ads”

@rogerdooley#AMAAquent

• No Mind Reading• No “Super-Ads”• No “Buy Button”

@rogerdooley#AMAAquent

• No Mind Reading• No “Super-Ads”• No “Buy Button”

@rogerdooley#Brainfluence

Neuroscience•EEG•fMRI•MEG•Biometrics

BehavioralScience

•Behavior Studies•Eye Tracking•Facial Coding

@rogerdooley

fMRI

Photo: wisc.edu

fMRI• Expensive• Claustrophobic• Noisy• Limited Motion• Small Sample

Size

Photo: stanford.edu

VIDEO NEXT

fMRI Analysis

@rogerdooley#AMAAquent

GoDaddy Girl: 1Neuroscientists: 0

@rogerdooley#AMAAquent

Sands Research EEG Cap@rogerdooley#AMAAquent

Neurofocus Mynd@rogerdooley#AMAAquent

Innerscope Biometric Belt@rogerdooley#AMAAquent

EEG in ActionEye

Tracking EEG

VIDEO NEXT

http://sandsresearch.com/

Facial Coding

Premises:• Brief facial

expressions reveal true emotions

• A trained individual can interpret

Sensory Logic

@rogerdooley#AMAAquent

VIDEO NEXT

SensoryLogicSensoryLogic

@rogerdooley#AMAAquent

Facial Coding

Sensory Logic

@rogerdooley#AMAAquent

Facial Coding

Sensory Logic

@rogerdooley#AMAAquent

Automated Facial Analysis

• Lie detection• Thermal Imaging• Webcam mood-reading

Photo via BBC.co.uk@rogerdooley#AMAAquent

Rapid Response Choice“emotionally evocative images”

Source: Forbes Consulting

Latency Response

Source: Buyology Inc. @rogerdooley#AMAAquent

Latency Response

Source: Buyology Inc.@rogerdooley#AMAAquent

Try an implicit association test:

rgr.cc/w82nR9 (redirects to:

https://implicit.harvard.edu/implicit/demo/ )

@rogerdooley#AMAAquent

• Science limited• Peer-reviewed studies?• Validation with sales?

@rogerdooley#AMAAquent

BehaviorResearch

Socializing?

image credit: jessicaswanson.com

TheUltimatum

Game@rogerdooley#Brainfluence

Ultimatum Game Results

Effect of Social Conversation

@rogerdooley#AMAAquent

To get a deal done, socialize first, then talk

business.

@rogerdooley#AMAAquent

Neuromarketing

€ $

@rogerdooley#AMAAquent

€ $

@rogerdooley#AMAAquent

Avoid money imagery if you are asking for help.

@rogerdooley#AMAAquent

Decoy Marketing

@rogerdooley#AMAAquent

Subscription Offer A

$59 – Internet Only

$125 – Internet & Print

Source: Dan Ariely

@rogerdooley#AMAAquent

Subscription Offer A

$59 – Internet Only (68)

$125 – Internet & Print (32)Predicted Revenue – $8,012

Source: Dan Ariely@rogerdooley#AMAAquent

Subscription Offer B

$59 – Internet Only $125 – Print Only $125 – Internet & Print

Source: Dan Ariely@rogerdooley#AMAAquent

Subscription Offer B

$59 – Internet Only (16)$125 – Print Only $125 – Internet & Print (85)Predicted Revenue – $11,444

Source: Dan Ariely@rogerdooley#AMAAquent

Add a less-desirable product boost sales of a similarly priced product.

@rogerdooley#AMAAquent

More Decoy Marketing

@rogerdooley#AMAAquent

@rogerdooley#AMAAquent

@rogerdooley

@rogerdooley#AMAAquent

Add a higher-priced product to boost sales of a

less costly product.

@rogerdooley#AMAAquent

Simple Fonts Convince

@rogerdooley#AMAAquent

Simple Fonts Convince

@rogerdooley#AMAAquent

Simple Fonts Convince

@rogerdooley#AMAAquent

Use simple fonts to minimize perceived effort

@rogerdooley#AMAAquent

Marketing to YourCustomer’s Brain

AMA/Aquent WebcastJanuary 18, 2012

Roger Dooley Dooley Direct, LLC

NeuroscienceMarketing.comBrainfluence.com

rogerd@dooleydirect.com@rogerdooley

Questions and Answers

How to Submit Questions

1. Submit questions using the chat box located on the left-hand side of your screen.

2. Submit questions via Twitter by referencing the hash tag #AMAAquent

Additional Questions? Contact Roger at: rogerd@dooleydirect.com, @rogerdooleyGeneral AMA Questions can be sent to: alibb@ama.org

Thank You for your Participation!

Additional Questions? Contact Roger at: rogerd@dooleydirect.com, @rogerdooleyGeneral AMA Questions can be sent to: alibb@ama.org

RecordingA link to the recording of this presentation will be sent to you

PresentationA link to the presentation will be sent to you

Twitter Please reference hash tag: #AMAAquent, when tweeting about this webinar

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